Research On Brand Building Of JJWD Semiconductor Device Company

China's economy has grown rapidly in recent years,and the entire market structure has undergone earth-shaking changes.It is no longer a seller's market but a buyer's market,and the competition among enterprises is becoming more and more fierce.China's semiconductor industry is technology-intensive,with a large output value,a relatively large number of enterprises and great market competition.In the current social and economic environment,more and more small and medium-sized semiconductor enterprises have realized the importance of brand building for enterprises.JJWD company is a small and medium-sized power semiconductor enterprise subdivided under the semiconductor industry.In the process of brand building,there is no similar experience in brand building of enterprises for reference.Therefore,how to develop a set of schemes suitable for brand building of JJWD company has become a particularly urgent problem at present.Starting from the development trend and brand development of semiconductor industry at home and abroad,as well as the development status of power semiconductor enterprises,this paper discusses the importance of new product research and development and brand building of power semiconductor enterprises in China.Through the detailed analysis of JJWD's brand building and the current situation of brand value improvement,this paper puts forward the existing problems in the process of brand building.The conclusions of this paper include :(1)the effective way for small and medium-sized enterprises to catch up with large enterprises is brand building.Small and medium-sized enterprises are at a disadvantage in terms of brand,scale and financial strength when competing with large companies in the industry.Therefore,they should actively carry out brand building,adhere to it for a long time,and take a firm stand.They should be down-to-earth,gradually penetrate into it and achieve their goals.(2)based on the brand value theory,a set of methods suitable for brand building in China's power semiconductor industry is proposed.This set of methods of brand building and brand value improvement studied in this paper provides a reference for enterprises of the same industry and scale,and points out the direction for their brand building.The four plus one model of brand building and the strategy of brand implementation which should be implemented in stages are put forward.It emphasizes that brand value is the core meaning of brand building and the process of brand building is to improve the value of brand assets.It can provide some guidance for listed companies like JJWD semiconductor devices on how to effectively build their brands.